The St. Louis Blues' closest audience match is FOX Sports Midwest, a regional TV channel, at 0.95 — and the top 10 neighbors span athletes, sports teams, a grocery chain, a destination brand, and a restaurant, with no other NHL team appearing in the top 10.

The shape here is broad: scores run from 0.95 down to 0.86 with no sharp drop-off, meaning many entities share comparably strong audience overlap with the Blues. FOX Sports Midwest (0.95) leads, followed by the St. Louis Cardinals (0.92), a fellow Sports Team and the clearest same-market anchor in the set. After that, the neighbor list shifts heavily toward Athletes: Matt Carpenter (0.91), Pat McAfee (0.91), Randall Cobb (0.88), and Joe Thomas (0.88) all appear, most of them associated with football or baseball rather than hockey. Urban Meyer (0.89), classified as a Professional, extends that football-adjacent cluster. Two entries break the sports pattern entirely: Meijer (0.89), a Grocery and Superstore brand, and Cedar Point (0.86), a Destinations brand — both Midwestern in character. The Ohio State Buckeyes (0.87) round out the top 10 as the only other Sports Team besides the Cardinals. Tallying subcategories across the 10: five Athletes, two Sports Teams, one TV Channel, one Grocery and Superstore, one Destinations brand — a cross-kind mix dominated by athletes from football and baseball, not hockey peers.

The Blues' audience shape is defined less by hockey fandom than by a broad Midwestern sports-and-lifestyle footprint that crosses team lines and sport boundaries.